In marketing, PR, branding, and advertising, you have communication objectives. The term is somewhat self explanatory in that you have to set objectives for each corporate communication.

So, what you have to ask yourself is who are you talking to, and what message do you want to convey to them?

This is the start of every ghostwriting project I work, regardless of the medium. Every social media post, commercial, written article, webpage, etc. has a purpose.

At a high level, you’re building a conversion funnel.

These funnels are the backbone of what you’re doing as a marketer. You’re casting as wide a net as possible to reach the broadest audience then funneling them into your sales team.

Marketing is just one component of branding, which encompasses a lot of working pieces. 

So, as you build out your brand online, IRL, and across the media, you need to focus on how your communication objectives fit into this funnel.

At the widest part, you’re presenting yourself as a thought leader. This builds awareness of you, your brand, and your business.

I don’t have to buy a Tesla to listen to Elon Musk discuss them. He may look crazy when he’s on Joe Rogan’s podcast smoking weed or praising Dogecoin on Twitter, but he’s raising awareness and always draws a big crowd.

https://m.youtube.com/watch?v=RcYjXbSJBN8

At 23 million views, more people watched Musk on JRE than bought Tesla cars. It only sold 500,000 in 2020. 

Yet it entered the S&P 500 largely based on brand awareness and government subsidies.

Once people are aware the brand exists, you have to start providing a ton of information to those who are interested in it. 

This means researching the market to find all the different types of people who would be interested in whatever it is you’re selling. A good SEO agency should be able to find dozens of low-cost, highly searched keywords to target in your strategy.

Your objective is communicating the best possible information to answer every question related to those keywords. 

Next you have people who know everything they want about it and are price shopping. This is the stage where you’re really selling with ads, deals, contests, etc. 

What you’re communicating is that you’re a better deal for better service than your direct competitors.

Finally, there’s the sale itself, which needs to be as smooth as possible to ensure you don’t lose anybody along the way.

There are plenty of communication objectives along the way, but this is your skeletal structure. You can find plenty more info on my website, like how to hire a ghostwriter:

https://typo.today/ultimate-guide-to-hiring-a-ghostwriter/

And next year’s marketing trends to get started on today:

https://typo.today/2022-marketing-trends-to-start-today-for-free/